April 9, 2020
Part 2: Third Party Ad Serving Basics

Part 2: Third Party Ad Serving Basics

Hi. My name is Maile Ohye. I’m a senior support
engineer at Google. In this second video in our
series on third party ad serving, we’ll take a closer
look at how ad servers target the ads we see. Third party ad servers come in
two flavors, publisher ad servers and advertiser
ad servers. The publisher’s ad server’s
job is to determine which advertisers’ ads to show. The advertiser’s ad server’s job
is to decide which actual ad to show from its
ad inventory. Let’s take a look at a
fictitious website, The New York Journal. How does the New York
Journal’s ad server pick which ads I see? Well, the ads my browser has
been shown and the ads I’ve clicked on all potentially
influence which ads I see. And the fact that I’m a
30-year-old female who lives in California might also
influence which ads I see. How? Well, say for example that
another fictitious website, like the San Francisco Times,
asked me to sign up for an account in order to read the
articles on its site. When I sign up, I provide some
demographic information, like my age, gender, and
occupation. Some publishers share this
demographic information with ad servers so they can
demographically target ads. For example, a publisher might
tell an ad server that user X is a female between the
ages of 19 and 35. This helps the ad server select
an advertiser that may be relevant to my age
and gender group. My interests might also inform
which ads I’m shown. For instance, I often
visit the sports section of a new site. The publisher of that site might
then identify my browser as belonging to a sports
enthusiast interest segment, and I may start seeing sneaker
ads more often than insurance ads. My computer’s IP address might
also be used by ad servers. An IP address can help provide
a rough idea of my computer’s geographic location, which may
influence which ads I’m shown. For example, my local pizza
place, Zachary’s, probably only wants its ads shown to
users in San Francisco, not South Dakota or Spain. So do these ad servers
know who I am? No. Ad servers can target ads to
my browser in all of these ways without having any
information that personally identifies me, like
my name, phone number, or email address. That’s because they don’t match
ads to specific people, but rather to interests,
demographic groups, or approximate locations. To learn more about third party
ad serving, check out the next video in the series at

9 thoughts on “Part 2: Third Party Ad Serving Basics

  1. For a subscription at that fictitious website user provides age, gender and most probability the email address too. So how can we be sure that email address is NOT shared!

    Does that mean targeted spam?

  2. I can understand why your so happy and excited explaining this stuff. Thanks for the ecstatic info! This is really exciting news. I mean I am thrilled…yahoooo! This is fantastic. This makes me inexorably happy. Wow, wow, wow. Yesssireee!

  3. This is bullshit. One can make great assumptions about what kind of person you are just by looking at your search habits and social internet habits. Couple with you have to create accounts with your name and little bit info and they will know you more than your parents do. Like my statement below, commercial stalking.

  4. there is absolutly nothing anywhere on who pays who for what. I understand how the technology is set up sure, but I still don't know enough to answer that simple question

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